By SEMA News Editors

The exhibitor space rental application for the 2026 SEMA Show, November 3-6 in Las Vegas, is now open online.

For restyling brands, the opportunity is clear. The SEMA Show puts your products in front of the builders, installers and customization shops driving the future of vehicle personalization––from lighting to wraps, trim and interior upgrades. It's where trends take shape and where buyers go to find what's next.

Exhibiting is the first step toward increasing brand awareness, meeting new clients and expanding your sales channels. With more than 153,000 attendees and more than 70,000 qualified buyers and decision-makers, the Show delivers unmatched access to customers actively seeking new products and vendors.

Beyond the booth, thousands of media members and content creators amplify your launches, giving your brand visibility that extends far beyond Show week.

Submitting an ESRA and deposit early gives exhibitors a head start on planning and promotion, helping maximize impact before the doors open in Las Vegas this November.

The 2026 SEMA Show takes place November 3-6 in Las Vegas. Ready to put your brand at the center of the restyling movement? Explore opportunities and reserve your booth space at the Restyling page, or visit the application directly below.

The booth plotting process is a little different this year. Questions? Read this article or contact SEMA at 240-ASK-SEMA (240-275-7362) or via email at customercare@sema.org.  
 

The 2026 SEMA Show is set for November 3-6, in Las Vegas. Interested exhibitors can buy a booth and learn more at semashow.com/exhibitor. Attendee and buyer registration opens on May 4th; to sign up for notifications, visit here. For more information, visit semashow.com. 

By Ashley Reyes

As part of its mission to deliver engaging programming that supports the professional growth of women in the aftermarket, the SEMA Businesswomen's Network (SBN) will host a Virtual Wine Tasting & Networking Night on Thursday, May 7, at 4:00 p.m. PDT/7:00 p.m. EDT.

Designed as a relaxed, interactive networking event, this session will bring members together to build professional connections and take part in meaningful conversations while learning the basics of wine in a simple, accessible format.  
 

The wine tasting will be led by Kelsy Hill, owner of KelsyKate, LLC, co-owner at blipshift, chief marketing officer of Raglan Motors, and head of operations at HyperFest; and Cora Jokinen, president of Torq-Masters Industries. Together, they will walk attendees through tasting techniques, wine etiquette, grape varieties and flavor profiles while sampling a curated selection of accessible wines. Beyond the educational component, the event provides a space for authentic networking and relationship-building that can support career growth and foster industry connections.
 

SBN will provide a list of wines for attendees to purchase ahead of time. The list will include wines that are readily available nationwide and that are under $20 each. 
 

Whether you're already an SBN member or curious about joining, this event will open the door to valuable career insights from a women-led, passion-driven network. Don't miss out.
 

Secure your spot.

By Ashley Reyes

 Artificial intelligence gets talked about a lot; however, what matters is where it is actually useful.

To address this challenge, the SEMA Wheel, Tire, Suspension & Brake Council (WTSBC) will host a virtual Coffee and Conversation on Thursday, May 7, at 9:00 a.m. PDT/12:00 p.m. EDT.

WTSBC Coffee and Conversations are virtual events where members gather to network and discuss timely industry topics. This session will focus on AI in the wheel, tire, suspension, and brake landscape and how businesses can utilize it effectively.

The session will feature experts Jason Abrahams, founder and CEO of Tire Tutor, and Andrew Gordon, mechanical/computer science engineer, entrepreneur and founder of DealerScience. Together, they will provide a clear, practical look at AI best practices and strategies that can be applied immediately.  

Key takeaways include:
 

• How AI is currently being applied across the wheel, tire, suspension and brake segments.
• How to improve day-to-day efficiency through AI-powered tools and workflows.
• Insight into how AI is influencing workforce development and evolving job roles.
• How to approach AI strategically without overcomplicating adoption.

Whether you're new to AI or looking to expand existing initiatives, this conversation will help you stay ahead as AI continues to shape the industry's future.

By the SEMA Businesswomen's Network

Women-owned businesses and companies that focus on advancing women have a unique opportunity to elevate their brand at the 2026 SEMA Show as a SEMA Businesswomen's Network (SBN) Booth Partner.

The SBN Booth is an immersive space dedicated to visibility, connection and hands-on engagement for women in the automotive aftermarket. Booth partners will receive dedicated space to lead interactive programming, live demonstrations and activations designed to drive meaningful industry engagement.
 

"The SBN Booth is a direct extension of our mission to provide networking, education and recognition opportunities for professional women in the specialty-equipment industry," said SBN Council Director Nicole Bradle. "By giving women-owned brands a platform to share real-world automotive skills and insights, we are creating a more impactful SEMA Show experience for everyone."  
 

Real Deal Revolution leads a hands-on leatherwork workshop at the 2025 SEMA Show SBN Booth—one of several women-owned brands driving engagement through interactive activations.

Why Apply?
 

• High visibility: Showcase your company in a high-traffic trade show hall. (Manufacturing companies must be exhibiting at the SEMA Show.)
• Hands-on engagement: Connect with influential women throughout the week and build meaningful relationships. 
• Highlight women-driven initiatives: Host activations that highlight your company's expertise, innovation and impact.
• Purpose-driven alignment: Demonstrate your company's commitment to advancing women in the industry.
• On-site support: SBN volunteers assist with setup, teardown and activation logistics.

If your business is ready to expand its reach, connect with engaged attendees and position itself as a leader in the aftermarket, SBN wants to hear from you.

Apply now to become a 2026 SBN booth partner.

By SEMA News Editors

PRI has named Doug Bresnahan as managing director, effective immediately, bringing nearly two decades of commercial leadership from professional motorsports to one of the industry's most essential organizations.
 

The managing director will oversee PRI's daily operations, including the annual PRI Show and profit-and-loss accountability, as the organization builds on a record-breaking 2025 Show. Bresnahan reports directly to SEMA and PRI CEO Mike Spagnola and is based in Indianapolis.
 

"The PRI Show is the premier global gathering for the motorsports industry, and I am honored to help build on its legacy," Bresnahan said. "From grassroots racing to global professional series, this industry has given me an extraordinary career, and I look forward to bringing every dimension of that experience to PRI's members, exhibitors and partners."
 

Most recently chief commercial officer at Andretti Global, Bresnahan spent 18 years with the organization, securing significant sponsorship and partnership revenue while building long-term relationships with leading global brands. During that time, he expanded the team's commercial portfolio beyond INDYCAR into Global Rallycross, Formula E and Extreme E.
 

Bresnahan's career spans every level of the industry, from K&K Insurance and leadership roles with CART and CHAMP CAR to IndyCar event promotions and top-tier professional racing, reflecting the same community of manufacturers, teams, tracks and businesses the PRI Show exists to serve.
 

"Doug brings a rare combination of commercial firepower and genuine industry depth," Spagnola said. "He has operated at every level of this business, from grassroots insurance to sanctioning bodies to the top tier of professional racing, and he understands every stakeholder PRI serves. Coming off a record-breaking 2025 Show, we are thrilled to have him leading this organization forward."
 

Exhibit Booth Sales Open for 2026 PRI Show
 

Scheduled for December 10-12 at the Indiana Convention Center and Lucas Oil Stadium, the PRI Show draws attendees from all 50 states and around the globe, including race teams, retailers, engine builders, fabricators, media and more.
 

Attendee registration opens in July. To register, book hotel accommodations, and learn more about the 2026 PRI Show, visit PRI2026.com/Attend.  

By SEMA News Editors

The automotive aftermarket is constantly evolving and the most valuable insights come directly from the businesses navigating it every day. To better understand current conditions and what's ahead, SEMA is calling on industry professionals to participate in a survey that will inform its State of the Industry Report.
 

By sharing your perspective, you help create a more accurate snapshot of the market. The data collected informs key trends, supports smarter business decisions and gives companies across the industry the insight they need to plan for the months ahead. The stronger the participation, the more impactful and reliable the final report becomes.
 

The survey is quick and easy to complete, taking just a few minutes while focusing on current business conditions and future outlook. Responses are combined with others from across the industry, contributing to a comprehensive view of where the market stands.
 

Take a few minutes to share what you're seeing and make sure your voice is included. Your input will directly support SEMA's upcoming State of the Industry Report and will help the entire automotive aftermarket better prepare for what's next.

This article was originally published on April 16, 2026.

From the SEMA Washington, D.C., office

SEMA and PRI are expanding its Right-to-Race advocacy campaign nationwide. The time to protect race tracks is now, before more long-standing facilities are pushed out of their communities. Learn more at sema.org/right-to-race.

Here's the latest on SEMA and PRI's Right-to-Race advocacy campaign:

In a stunning betrayal of the bipartisan group of lawmakers who overwhelmingly passed Wisconsin's right-to-race legislation, Gov. Tony Evers vetoed AB 880, legislation aimed at protecting long-standing race tracks from nuisance lawsuits brought by new neighbors and developers.

Notably, the bill had no registered opposition in the state Assembly and Senate. But in defending his veto, Gov. Evers, who previously shared his fond memories of growing up near a Wisconsin racetrack, stated his belief that the bill would create "unfair and unnecessary hurdles for people pursuing legal avenues to vindicate the use and enjoyment of their land," and that he sought to establish Wisconsin as a state with an "open courthouse door."

BACKGROUND

AB 880 advanced through the Wisconsin State Legislature with strong support from lawmakers who recognize the importance of small businesses and the cultural and economic role motorsports plays across Wisconsin. The bill furthermore sought to reaffirm the important role of motorsports on the state's economy.

According to PRI's economic impact data, Wisconsin's motorsports industry is a major economic driver, contributing:

• $2.46 billion in total economic impact
• 10,601 jobs
• $697.92 million in wages and benefits
• $271.60 million in tax revenue

For decades, racetracks across the state have served as gathering places for working families, while supporting local economies, tourism and small businesses. Without protections like those included in AB 880, these facilities remain vulnerable to nuisance-based legal challenges that can threaten their long-term stability.

NEXT STEPS

While the veto is a setback, it also underscores the importance of continued engagement and advocacy. The coalition built in Wisconsin, including racetracks, manufacturers, tourism groups, and small business leaders, has demonstrated strong alignment and momentum.

Since launching this effort in Wisconsin, SEMA and PRI have led a comprehensive and coordinated campaign. This has included hosting two advocacy days at the State Capitol, meeting with dozens of lawmakers on both sides of the aisle, engaging nearly 100 industry stakeholders, working through key amendments, testifying in multiple hearings, coordinating with the governor's office, and submitting thousands of letters and signatures in support of the bill.

SEMA and PRI will continue working alongside industry partners to advance Right-to-Race protections and ensure that racetracks can operate with certainty and stability.

The checkered flag hasn't waved. Our coalition is stronger than ever, and we are committed to getting this across the finish line.

For more information, contact SEMA and PRI Director of Government Affairs for Racing Tierra Hubbard at tierrah@sema.org.

Image courtesy of Shutterstock | Railway FX

From the SEMA Washington, D.C., office

SEMA and PRI are expanding its Right-to-Race advocacy campaign nationwide. The time to protect race tracks is now, before more long-standing facilities are pushed out of their communities. Learn more at sema.org/right-to-race.

Here's the latest on SEMA and PRI's Right-to-Race advocacy campaign:

In a stunning betrayal of the bipartisan group of lawmakers who overwhelmingly passed Wisconsin's right-to-race legislation, Gov. Tony Evers vetoed AB 880, legislation aimed at protecting long-standing race tracks from nuisance lawsuits brought by new neighbors and developers.

Notably, the bill had no registered opposition in the state Assembly and Senate. But in defending his veto, Gov. Evers, who previously shared his fond memories of growing up near a Wisconsin racetrack, stated his belief that the bill would create "unfair and unnecessary hurdles for people pursuing legal avenues to vindicate the use and enjoyment of their land," and that he sought to establish Wisconsin as a state with an "open courthouse door."

BACKGROUND

AB 880 advanced through the Wisconsin State Legislature with strong support from lawmakers who recognize the importance of small businesses and the cultural and economic role motorsports plays across Wisconsin. The bill furthermore sought to reaffirm the important role of motorsports on the state's economy.

According to PRI's economic impact data, Wisconsin's motorsports industry is a major economic driver, contributing:

• $2.46 billion in total economic impact
• 10,601 jobs
• $697.92 million in wages and benefits
• $271.60 million in tax revenue

For decades, racetracks across the state have served as gathering places for working families, while supporting local economies, tourism and small businesses. Without protections like those included in AB 880, these facilities remain vulnerable to nuisance-based legal challenges that can threaten their long-term stability.

NEXT STEPS

While the veto is a setback, it also underscores the importance of continued engagement and advocacy. The coalition built in Wisconsin, including racetracks, manufacturers, tourism groups, and small business leaders, has demonstrated strong alignment and momentum.

Since launching this effort in Wisconsin, SEMA and PRI have led a comprehensive and coordinated campaign. This has included hosting two advocacy days at the State Capitol, meeting with dozens of lawmakers on both sides of the aisle, engaging nearly 100 industry stakeholders, working through key amendments, testifying in multiple hearings, coordinating with the governor's office, and submitting thousands of letters and signatures in support of the bill.

SEMA and PRI will continue working alongside industry partners to advance Right-to-Race protections and ensure that racetracks can operate with certainty and stability.

The checkered flag hasn't waved. Our coalition is stronger than ever, and we are committed to getting this across the finish line.

For more information, contact SEMA and PRI Director of Government Affairs for Racing Tierra Hubbard at tierrah@sema.org.

Image courtesy of Shutterstock | Railway FX

By SEMA News Editors

Booking your 2026 SEMA Show hotel just got more rewarding. Attendees who reserve through the SEMA Show's official housing provider, onPeak, can earn hotel loyalty points on their stay––turning every night in Las Vegas into future travel perks––while still unlocking exclusive discounted rates, flexible booking options and access to top properties. 

Hotel reservations for the 2026 SEMA Show, November 3-6, Las Vegas, can be made online at semashow.com/hotel.

See the top five benefits of booking your 2026 SEMA Show hotel through our only official partner, onPeak, below:

Deep Value and Discounts 

SEMA negotiates the lowest available nightly rates--often below hotel rack rates. Skip the hours of searching online and book directly through onPeak--but don't wait! Visit semashow.com/hotel as early as possible to lock in the best available rates. 

Even better, organizers will price-match if you find a lower rate--so there's no downside to booking within the official SEMA Show hotel block.

Earn Hotel Rewards Points 

Hotel rewards points add up quickly, especially during trade show travel. Reservations made through official SEMA Show hotels are eligible for loyalty programs. Simply enter your rewards number when booking, and you're set.

For example, SEMA Showgoers who are already Marriott Bonvoy members (a free program) can earn points by following these steps:

• Book your SEMA Show hotel through onPeak, the official housing provider. Select a Marriott or MGM property.
• Enter your unique Marriott Bonvoy number in the "Hotel Rewards" section upon check-out. 
• IMPORTANT: Provide your Marriott Bonvoy number again at the front desk during check-in.

Fully Flexible Booking

Plans change. There are no change fees and no full prepayment required at the time of booking--unlike many other booking channels. You can modify or cancel your reservation without penalty through October 8.

Easy Group Bookings 

Book your entire group--large or small--in real time with immediate confirmations. Reserve rooms now and assign guests later.

You can select rooms based on preferred travel dates and manage payments for the full group or assign individual payment methods.

A Sustainable Hotel Stay 

The official SEMA Show hotel provider, onPeak, offers resources to support more sustainable travel. View hotel sustainability plans at onpeak.com/sustainability and explore additional travel tips at blog.onpeak.com.

The 2026 SEMA Show is set for November 3-6, in Las Vegas. Interested exhibitors can buy a booth and learn more at semashow.com/exhibitor. Attendee and buyer registration opens in Spring 2026; to sign up for notifications, visit here. For more information, visit semashow.com. 

From the SEMA Washington, D.C., office

Mark your calendars for impact: the SEMA California Rally is back for 2026! Join us on Wednesday, June 3, 2026, when SEMA-member companies from across the Golden State head to Sacramento for a day focused on advocacy and innovation.

This is more than just another event; it's an opportunity to shine a bright spotlight on the legislative and policy issues facing the automotive aftermarket industry. From reforms to CARB's Executive Order process, to Leno's Law, to promoting important manufacturing incentives, the SEMA California Rally is where our collective voice becomes action.
 

This year's Rally is open to all California-based SEMA-member companies, and registration is now live. Be sure to reserve your spot and review all the important details, including lodging information.
 

By attending the SEMA California Rally, you're doing more than participating in an event; you're joining a movement committed to the growth and innovation of our industry.
 

Don't miss this opportunity. Join us in Sacramento on Wednesday, June 3, and let's drive change together.
 

For more information, contact SEMA Senior Manager of State Government Affairs Victor Muñoz at victorm@sema.org.